Emulsion - Trade vs Normal

[HCHQ]

I bought Crown Trade Emulsion as we needed lots and I figured it would be better quality but its like water!

So have I got it the wrong way round? Is it

Trade = thinner/rubbish coverage
Normal = thicker/better quality/coverage

Depends on whose trade paint it is.

Have you stirred it, and when you say it's like water do you mean the consistency or the coverage or both? If awful coverage take it back.

We've only had Dulux trade and it's not as "thickened" and creamy as their retail paint, but the coverage is excellent.

My decorator swears that trade paint has better coverage. I was asking him about how to cover a dark wall. He uses Dulux.
I have to say though that when I've used the trade dulux it does seem thinner than retail paint.